The children's entertainment giant Disney is to unveil new guidelines which will ban the advertising of junk food on its television channels.

The initiative comes just a week after the mayor of New York Michael Bloomberg announced plans to ban the sale of large soft drinks at restaurants and fast food outlets in the city.

The Disney proposal would prohibit the advertising of foods and drinks with high calorie, sugar, fat and sodium levels although exact details have yet to be announced.

The changes will hit companies marketing cereals, snacks and fizzy drinks to children.

In addition, Disney plans to reduce the amount of sodium sold in food at its theme parks by 25 per cent.

The Disney Chairman Robert Iger said: "Parents can be confident that foods associated with Disney characters or advertised on Disney platforms meet our new, healthier nutrition guidelines." Mr Iger added that "companies in a position to help with solutions to childhood obesity should do just that." The Disney announcement was endorsed by the first lady, Michelle Obama, who said: "With this new initiative, Disney is doing what no major media company has ever done before in the US and what I hope every company will do going forward."

It will put yet more focus on junk food manufacturers in the US as the country attempts to tackle a rising obesity problem.

But radical attempts to address the issue, such as Mr Bloomberg's announcement last week, have been met with scepticism, with critics saying it should be up to individuals to choose what they eat or drink.

Mr Bloomberg was criticised by McDonald's and Coca Cola, both of whom face a potential loss of income if his proposal to ban the sale of sugary drinks larger than 16 fluid ounces.

And the Center for Consumer Freedom took out a full page advert in the New York Times picturing Mr Bloomberg photoshopped in woman's clothing, with the tag-line: "New Yorkers Need a Mayor, Not a Nanny."